exchange4media Conclave 2008: There would be multiplicity of media and print will play an important role, says Vir Sanghvi
exchange4media Conclave 2008, which got underway in the Capital on March 11, saw an interesting discussion on ‘Is the future of daily print under threat from digital and specialised publications?’ Though newspapers today are working under in advertisement-driven environment, the panel concluded that it is not yet time to write the obituary for print. NDTV Media is the Presenting Sponsor for this mega industry event.
exchange4media Conclave 2008, which got underway in the Capital on March 11, saw an interesting discussion on ‘Is the future of daily print under threat from digital and specialised publications?’ Newspapers today are working under an advertisement-driven economy, but it is not yet time to write the obituary of print. According to Vir Sanghvi, there would be multiplicity of media and print would play an important role, but it may not be the king anymore.
NDTV Media is the Presenting Sponsor for this mega industry event which will next held in Mumbai on March 13, followed by Bangalore on March 14, and concluding in Kolkata on March 15.
The first session was moderated by DNA’s Pradyuman Maheshwari, while the speakers included Ashish Bagga, CEO, India Today Group; Vir Sanghvi, Editorial Director, Hindustan Times; Lloyd Mathias, Director-Marketing, Motorola; Sanjay Gupta, Editor and CEO, Dainik Jagran; and Venkatesh Kini, VP-Marketing, Coca-Cola India.
Starting the discussion, Sanghvi said, “This is not a new debate, because in the 70s television news had become a big thing in India. Again in the 90s, the demise of the newspaper was widely predicted. In certain American cities there is only one newspaper. Given such a scenario, there is not too much to worry about in India as here it would take another 10 years for such a scenario to emerge.”
Gupta, however, felt that in India the newspaper industry was growing. It was dying in the West because they made huge investments, but did not have control on the costs, he added. “We need to learn from their experiences. Western culture doesn’t make sense to India as the model here has been different. Now with growing literacy rate in India, state-specific print media will have more impact. It is because of the iconic status that print media enjoys, the type of journalists involved and the way news is covered that readers come to print again and again,” Gupta added.
Kini, however, had a different view altogether. According to him, kids today did not talk to each other, but preferred SMSing abd chatting online. They did not read newspapers, but checked the websites. Citing the media consumption habits of his 13-year old son, Kini said that today’s kids were used to emails, web and multliple media consumption.
“In an era where newspapers no longer provide news because it is stale by the time the newspaper reaches the reader, newspapers need to reinvent themselves. In the next 10 years, newspapers would be in a radically new space as children growing up in a digital era would communicate differently,” Kini pointed out.
Mathais came to print’s rescue, quoting a US study to say that given a choice, 72 per cent people preferred content in the print form because of convenience. “For advertisers, it is the ability to localise that helps, whereas advertising in the digital format is taken as an intrusion. In the long run, there would be multiplicity of media and print would certainly be a part of it,” he asserted.
According to Bagga, there were two cornerstones of print media, which included credibility and a brand built with huge investments over the years with content at the back of it. “Print is doing well and would continue to do well, but there are opportunities in the digital platform that need to be leveraged. We must make sure that print thrives and not just co-exist. Today, newspapers are more views oriented and less news oriented. Today, there are exclusive niche web magazines, which need to grab the attention of the reader. Let print rock together with digital media,” he added.
He then went on to say that editors should remember that advertisers paid their salaries. “Editors should ensure that that what they are doing should be attractive to the advertiser, and this would come by an infusion of user-generated content and your own content that is strong and credible,” Bagga added.
At this, Sanghvi remarked that editors could not be made to toe the line of advertisers and added that he was liable to his readers and not the advertisers. According to him, it was the fault of the structure, wherein consumers were not paying for the media they consumed completely while the cover price covered nothing, and hence, there was dependency on advertisers.
Kini added here, “Let me first clarify this assumption that advertisers are paying editors’ salaries. Advertisers are not paying anyone. They are paying to get the audience, since that is the consumer base that would then pay for the advertisers’ products, and that is what the advertisers are seeking.”
Speakers more or less came to the conclusion, though after much debate, that digital media was not a threat to the print industry, but could be taken as a great opportunity.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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